11 octubre 2011

REPLAY Reopens Flagship in Barcelona

The historicalReplay store on Paseo de Gracia 60, Barcelona, has reopened its doors according to its new store concept. Located in an 18th century building, the store with 800sqm has undergone a makeover in which the brand put a great focus on applying its own philosophy, breathing new life into the store and the existing architectural elements while carefully respecting their origins and their history. In the specific case of Barcelona, the indoor setting was conceived as if it were an actual home, to make visitors feel as much at ease as possible, as if they were guests.In line with the historical tradition of the noble buildings in the city, the entrance has been conceived as a garden, with two green walls and two waterfalls at the sides, from which there is a unique view: stretching out from the entrance is what was once a passage for carriages, leading right opposite the actual inside entrance to the store. At the entrance there are two rooms that open out at the sides, where visitors are invited to relax and enjoy some peace and quiet away from the buzz of the city. At the heart of the store, there is a central courtyard where a hothouse in glass and iron hosts the “Denim Bar”, from which another vertical garden is visible in the background.“The aim of this new Replay concept store is to recreate an environment able to offer our customers a pleasant break from frantic city life, a relaxing experience for body and mind,” commented Matteo Sinigaglia, CEO of Replay. “The Barcelona flagship store has had the new international retail concept applied to it, specially studied to create a particular emotional and human dimension, where the purchasing experience takes place amid comfortable seats, vertical gardens and waterfalls, where nature takes on a starring role.“The Replay store in Barcelona, the fruit of the vision shared by Fashion Box and the design team of Studio 10, is officially being opened today. The party was attended by over 600 guests, and the evening was feature live performances by popular Indie-rock group Delorean and international DJ Pete Tha Zouk.

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